Today, marketers are working hard to create successful campaigns on a variety of platforms. They want to create a message that triers an emotion or pushes their audience to do something, buy something, visit a place, etc. While there are many methods marketers use to find success, one of the most effective is connecting marketing and psychology.
What is the Connection Between Marketing and Psychology?
Marketing is building relationships between brands and consumers, which includes stoking loyalty and awareness in consumers. Psychology, on the other hand, is the study of the human mind and human behavior. When you combine the two worlds, you are studying the way humans think and act in order to build marketing campaigns. In other words, you are developing marketing strategies that favor particular behaviors. Your campaign may be influenced by the consumers’ purchasing decisions and emotional response.
Tactics to Connect the Two
While there are many methods marketers use to connect psychology and marketing, here are just a few common ones that may be utilized.
When you trigger an emotion in an individual, it is more likely to cause the individual to react. One popular emotion that marketers try to trigger is a sense of urgency. They use phrasing like “limited time”, “few are left in stock”, etc.
For example, we ran two ads in order to prove this point. One ad stated, “10% off Digital Marketing Courses!”, while the other one said, “Learn Digital Marketing in Just a Month | 2 Spots Left!” As a result of this experiment, we received more lead inquires regarding the ad that mentions that only two spots are left. Conversely, the ad giving 10% off received little attention. As a result, it is important to remember that everyone can offer discounts on their products or services, but evoking the emotion of, perhaps, feeling left out is very powerful and thus makes people act. Phrases like these evoke that sense of cut panic, causing an individual to make a rash decision. These phrases cause individuals to make purchases quickly, without overthinking.
Focus on the “Why”
Why should you purchase this product? Why is it worth it? Consumers need to know the value of the product right off the bat. They want to know how it will spark change within their day-to-day lives. Many marketers focus on the value of the product and why you need it. That shows the customer the power behind the product itself. Marketers give the product purpose and explain how beneficial it will be for years to come, not just for the day. They also focus on the quality of the product and see the potential behind it, not just the price tag.
Make it Appear Popular
In today’s society, the average person wants to fit in. They want to be accepted by their peers and feel a sense of unification with others. Marketers use this type of thinking to build campaigns. They make their audience feel like the brand, specific item, service, etc. is popular among their demographic and that everyone is rushing to buy one. Marketers especially make it so that consumers feel as though this product, service, etc., is flying off the shelves and most importantly if they don’t follow suit, they will be the odd one out. No one wants to feel like the odd one and out and consequentl, marketers use feelings of acceptance to trigger individuals into purchasing.
If marketers want to evoke a response in their customers, they must think like their customers. They must study and learn about their customers’ purchasing decisions and use that information to create campaigns that are effective and are likely to receive a response. When there is room for a response, consumers may be influenced to buy, revealing a direct correlation between marketing and psychology.